Delhivery traces India’s movement beyond maps
Delhivery’s Republic Day brand film moves away from familiar patriotic imagery to focus on the physical realities of India—its roads, distances and everyday navigation. Released on Republic Day, the film positions the country not as a cartographic idea but as a lived experience, understood from ground level rather than from a distance.
Anchored by a voiceover from veteran actor Virendra Saxena, the narrative adopts the perspective of a delivery partner who encounters India in its most unfiltered form. The film opens with the line, “Maine is desh ko sirf dekha nahin — use chalkar jaana hai” (I haven't just seen this country; I've known it by walking it), immediately establishing a point of view rooted in movement and labour rather than symbolism.
The visual language foregrounds everyday moments rarely highlighted in corporate storytelling. Steam rising from roadside tea stalls, the stillness beneath a banyan tree in a kasba, salt in the coastal air, and winding mountain paths where locations exist more in memory than on signboards are woven into the narrative. These details are not ornamental; they reinforce the operational reality of last-mile logistics in a country where directions are often improvised and addresses are described rather than written.
The film references India’s informal navigation culture, where instructions like taking ‘that unknown turn’ carry more meaning than street names. By doing so, it underlines Delhivery’s reach into non-metro and interior markets, where logistical complexity is part of daily execution rather than an exception. The idea of ‘small addresses’ becomes a recurring motif, suggesting that scale in India is built through accumulation rather than uniformity.
At a brand level, the campaign positions Delhivery as an enabler of constant motion. India, as portrayed in the film, is kinetic and built by people who move every day to keep systems running. The delivery journey becomes both literal and metaphorical, connecting pin codes while also stitching together disparate geographies and communities.
“The message here is that you cannot understand India from a distance; you have to walk it to know it. That is the reality for our partners every day. They aren't passive observers; they are witnesses to the spirit, grandeur and the unique resilience that keeps India moving,” said Mohammed Ali, senior vice president and head of marketing at Delhivery.
The film closes with the observation that destinations may demand ‘small addresses’, but roads end up telling the story of the entire country. This reinforces the brand’s central argument: while logistics may be transactional at the surface, the act of delivery is inherently connective.
The campaign is live across Delhivery’s social media platforms and digital channels, extending the brand’s Republic Day messaging into spaces where its customers and partners already engage.
Dabur Red spotlights instinctive bravery in Republic Day film
Dabur Red Toothpaste’s Republic Day film takes a restrained approach to patriotism, choosing to highlight instinctive courage rather than ceremony or symbolism. Titled ‘Desh Ke Bacche, Desh Ke Sachche Laal’, the film centres on real-life stories of children who have received the Rashtriya Bal Puraskar for acts of bravery during moments of sudden crisis.
The narrative draws from multiple incidents where children responded to danger without training, preparation or expectation of recognition. One story follows a young girl who noticed smoke rising from a building and discovered a gas cylinder on fire. She acted immediately, dousing the flames with water and preventing a potentially fatal accident. Another recounts a boy who saw children drowning in a pond and jumped in without considering his own safety, managing to rescue them.
What distinguishes the film is its use of first-person narration. The children recount their experiences in their own words, framing bravery as instinct rather than heroism. “We don’t know how to be brave,” one child says. “In that moment, we only felt someone needed urgent help.” Another adds, “Your eyes are fixed only on the person who needs to be saved.”
The film consistently avoids dramatisation, allowing pauses and plain speech to carry emotional weight. One child reflects, “Even I didn’t know I was brave,” noting that a single moment went on to change their life. None of the children anticipated national recognition for their actions, reinforcing the film’s central argument that courage often precedes awareness.
The closing section acknowledges that such incidents occur every year across India, with many children stepping into danger driven purely by values rather than instruction. The Rashtriya Bal Puraskar is positioned as a recognition of these spontaneous acts, rather than as their motivation.
For Dabur Red, the campaign aligns with a long-standing emphasis on values formed early in life. The brand frames ‘Desh Ka Laal’ not as a function of age, uniform or accolades, but as a reflection of character.
“True courage doesn’t announce itself — it emerges in moments when values take over instinct. Through this film, we wanted to honour children who acted selflessly without thinking of recognition or reward. These young brave hearts reflect the values we deeply believe in as a brand — courage, compassion and a strong sense of responsibility towards others,” said Prashant Agarwal, head of marketing – oral care, Dabur India.
Rolled out digitally around Republic Day, the campaign strengthens Dabur Red Toothpaste’s purpose-led positioning. By focusing on everyday courage, the film links Ayurvedic strength with moral strength, reinforcing a narrative that national pride is built through quiet, human actions rather than declarations.
Spykar celebrates Indian changemakers in Republic Day push
Spykar marked Republic Day with a social media-led campaign spotlighting three Indians whose personal journeys mirror the country’s growing global presence. Part of its ongoing ‘Daur Apna Hai’ (It’s our age) initiative, the campaign features motocross champion Rustom Kersi Patel, parapistol shooter Srishti Arora and dancer-choreographer Mohan Pandey in a three-film series.
The campaign positions individual ambition and resilience as markers of modern India, drawing parallels between national progress and Spykar’s evolution as a homegrown denim brand. Rather than focusing on national symbols, the films centre on lived experiences, discipline and long-term persistence.
The first film follows Patel’s journey from becoming the youngest Indian to race at an official motocross event at the age of six in 1985 to coaching Team India today. He reflects on early obstacles and the determination required to build a career in a niche sport. Patel is an eight-time national champion and has won more than 275 trophies over the course of his career.
Arora’s film traces her rise through India’s competitive shooting circuit, covering district and national championships before progressing to international representation. She speaks about the mental discipline demanded by parapistol shooting, where precision is critical. A key moment in her narrative is March 2024, when she wore the India jersey for the first time at the New Delhi World Cup, followed by medal-winning performances internationally, including in Korea.
The third film features Pandey, whose work has contributed to taking Indian street dance to global platforms. He recalls a period when the form had limited visibility in India and outlines how he built opportunities from the ground up. His journey includes representing India at competitions such as World of Dance and the Hip Hop International World Championships, marking a significant moment for Indian street dance internationally.
Together, the three stories frame achievement as a long-term process shaped by belief and consistency rather than instant recognition. The campaign links these narratives to the idea that the current era belongs to those willing to define their own path.
“The campaign is not just about excellence, it is about India’s evolution, India’s rise, and Indians who came from a time when the odds were stacked against them, yet went on to put India on the global map. It is about how they resonate with Daur Apna Hai as a mindset and with Spykar,” said Sanjay Vakharia, CEO and co-founder, Spykar.
Executed across Spykar’s social media platforms, the campaign reinforces the brand’s emphasis on individuality and self-expression. By using real stories rather than stylised narratives, Spykar positions ‘Daur Apna Hai’ as both a cultural statement and a long-term brand platform tied to India’s global aspirations.
Anmol Industries uses Republic Day to spotlight civic behaviour
Anmol Industries marked Republic Day with a brand film that reframes patriotism as a matter of daily conduct rather than spectacle. Released under its ongoing #HarPalAnmol platform, the campaign focuses on civic sense and cleanliness, positioning these as fundamental expressions of respect for the country.
The film centres on a simple interaction between a young boy and his uncle, using a child’s perspective to question an everyday act of littering. Instead of instruction or reprimand, the narrative relies on innocence and observation. Through this lens, the film draws a parallel between maintaining one’s home and caring for the nation, suggesting that civic responsibility begins with personal behaviour.
Conceptualised and created by Meraqi Digital, the execution is deliberately understated. The story unfolds in a familiar, domestic setting, allowing relatability to carry the message. The patriotic song ‘Saare Jahan Se Achha’ plays softly in the background, not as a rallying call but as an emotional undercurrent that reinforces the idea of belonging. The music functions as a reminder that love for the country is embedded as much in responsibility as in pride.
The boy’s gentle questioning reframes the uncle’s casual act without confrontation. The absence of overt messaging allows viewers to arrive at the conclusion themselves. By avoiding direct instruction, the film positions civic sense as a shared value rather than a moral lecture. This approach aligns with the broader #HarPalAnmol platform, which has consistently focused on small, everyday moments as triggers for reflection and positive change.
At a marketing level, the campaign signals Anmol Industries’ intent to associate its brand with behaviour-led messaging rather than occasion-led symbolism. Republic Day becomes a contextual anchor rather than the core message, enabling the brand to extend the film’s relevance beyond a single date.
“This Republic Day, we wanted to move beyond symbolism and focus on behaviour. Cleanliness and civic sense are acts of respect towards the country. Through this film, we hope to spark change,” said Aman Choudhary, executive director – marketing and innovation, Anmol Industries.
From the agency’s perspective, the choice of a child as the protagonist was central to the campaign’s tone. “We felt a child’s perspective would make the message more honest and powerful. There’s no judgment, just a gentle reminder. When innocence speaks, it often says what we already know but choose to ignore,” said Ankit Saraf and Snehja Sanganeria, founder and co-founder at Meraqi Digital.
The creative team emphasised restraint in execution. Nishkarsh Sachdeva, creative lead, and Aastha Jhunjhunwala, account director, said, “The idea was to let patriotism feel lived-in, not loud. ‘Saare Jahan Se Achha’ isn’t just a song here, it’s an emotion that quietly asks us to take responsibility for the place we call home.”
The film reinforces Anmol Industries’ broader brand stance that meaningful national progress is shaped by everyday actions. By anchoring its Republic Day communication in civic behaviour, the brand aligns itself with a form of patriotism rooted in consistency rather than occasion, extending the relevance of #HarPalAnmol into the realm of social conduct.
PayU’s Startup Republic maps entrepreneurship beyond metros
PayU marked Republic Day with the launch of ‘Startup Republic’, a nationwide campaign designed to highlight entrepreneurial talent across all 36 states and union territories. Timed to coincide with #10YearsOfStartupIndia, the initiative positions entrepreneurship as a core pillar of national progress and economic participation.
The campaign is anchored in the scale and diversity of India’s startup ecosystem. As of December 31, 2025, India has more than 2 lakh DPIIT-recognised startups operating across D2C and multiple business verticals. Collectively, these ventures have generated employment for over 2.1 million people, with women accounting for more than 45% of leadership roles as directors or partners. These figures form the contextual backbone of the narrative PayU seeks to build.
A key focus of ‘Startup Republic’ is geographic inclusion. The initiative showcases entrepreneurs from DPIIT-registered startups based in emerging hubs outside metropolitan centres, bringing visibility to regions that are often underrepresented in mainstream startup storytelling. By doing so, the campaign reframes innovation as a distributed phenomenon rather than one concentrated in a few urban clusters.
The content rollout begins with a 120-second hero film that captures what PayU describes as the collective spirit of India’s entrepreneurial republic. This is followed by a series of 36 documentary films, each approximately five minutes long. Every film profiles a founder from a different state or union territory, offering insight into their journey, challenges and ambitions.
The documentaries span sectors including lifestyle, travel, health and FMCG, reflecting the breadth of India’s startup activity. Rather than focusing solely on scale or valuation, the films foreground context, resilience and local relevance. Together, they build a narrative aligned with the idea of ‘Made in India, built for the world’, positioning local insight as a competitive advantage in global markets.
The campaign began rolling out across PayU’s social media channels from January 23, ahead of Republic Day. Social-first distribution allows the stories to reach a broad audience while reinforcing PayU’s role as a facilitator of digital commerce and payments within the startup ecosystem.
“The next decade of India's digital economy will be built by founders who understand local consumers deeply and scale with global ambition. At PayU, we believe India's greatest export is its entrepreneurial spirit. Startup Republic celebrates entrepreneurs actively writing India's future through authentic storytelling, because innovation has no zip code in India and real nation-building happens when founders from Ladakh to Lakshadweep see that their dreams matter. This initiative reflects where India is headed, not just where it stands today,” said Vineet Sethi, chief growth and marketing officer, PayU.
The campaign also received endorsement from the government, reinforcing its alignment with national policy objectives. “Under Startup India, India’s startup ecosystem is moving beyond scale to focus on depth and genuine impact. With innovation reaching every state and union territory, entrepreneurship is becoming a powerful nation-building force. Initiatives like Startup Republic showcase these diverse success stories, proving that India’s innovation economy is growing well beyond the metros,” said Shri Sanjiv, joint secretary, Department for Promotion of Industry and Internal Trade.
For PayU, ‘Startup Republic’ functions as both a brand-building exercise and a statement of intent. By curating founder-led narratives across regions and sectors, the company positions itself as a participant in, rather than a spectator of, India’s evolving entrepreneurial landscape.
Tata Trusts marks Republic Day through Kalasutri storytelling
Tata Trusts marked Republic Day with a campaign that reinterprets India’s constitutional journey through Kalasutri Bahulya, the traditional string puppetry art form from Maharashtra. Conceptualised and executed by RepIndia, the campaign positions the Constitution as a living force that continues to shape freedom, dignity and choice in everyday life.
The narrative reflects on a time when movement was dictated by force rather than free will, opportunities were unequal and voices were suppressed. The Constitution, the campaign argues, did more than codify rights. It loosened the strings that held people down, enabling individuals to stand upright and move forward on their own terms. This Republic Day, Tata Trusts focused on the ongoing work of those who continue to ‘untangle the strings’ and strengthen the republic.
In an era dominated by AI and emerging technologies, the campaign deliberately returned to Kalasutri Bahulya to tell a modern story of freedom. The film was created under the guidance of Padma Shri awardee Parshuram Vishram Gangavane, in collaboration with the Thakar Adivasi Kala Aangan Museum & Art Gallery. The use of puppetry allowed the brand to visually represent constraint, release and collective agency through physical strings and movement.
Commenting on the campaign, Shilpi Ghosh, head, brand and marketing communications, Tata Trusts, said, “We found the idea of using an ancient art form to reflect the enduring modernity of our Constitution, truly compelling. Puppetry allowed us to showcase a simple truth - that the republic is shaped by collective intent. The constitution lives when people choose to uphold it every day.”
From a communications perspective, the campaign demonstrates how heritage art forms can be deployed meaningfully within contemporary brand narratives. Rather than positioning tradition as nostalgia, Tata Trusts used Kalasutri Bahulya as a metaphor for agency, responsibility and shared values.
Executed by RepIndia, the campaign reinforces the role of storytelling as a strategic tool in institutional and social messaging, particularly when addressing complex themes such as democracy, rights and collective responsibility.
Godrej links AI washing technology with handloom revival
This Republic Day, the appliances business of Godrej Enterprises Group launched its ‘Tested for Handlooms’ initiative, positioning its AI-powered front-load washing machines as handloom-friendly solutions. The campaign addresses a long-standing barrier to handloom adoption: consumer concern around fabric care and maintenance.
India’s handloom heritage spans regions and centuries, from Kasavu in Kerala and Mysore Silk in Karnataka to Pochampally Ikat, Paithani, Chikankari, Bandhani and Muga Silk. Despite their cultural significance, many handlooms are worn infrequently due to perceptions of high maintenance, with consumers relying on hand washing or dry cleaning.
To counter this, Godrej tested its AI-powered front-load washing machines on 25 handloom fabrics, including Banarasi Silk, Patola Silk, Jamdani and Pochampally Ikat. Each fabric underwent up to 25 washes using the machine’s gentle wash programme. Post-wash assessments included visual checks and microscopic examination at 40x magnification to evaluate structural integrity and acceptable wear.
The initiative was brought to life through a multi-city outdoor campaign. A central visual featured larger-than-life handloom fabrics flowing out of a Godrej front-load washing machine, symbolising gentle care. The Indian aesthetic was reinforced through fabric colour choices. Branded cabs with washing machines and visible handloom fabrics extended the experience at street level, while digital films, social storytelling and in-store activations completed the campaign ecosystem.
Commenting on the initiative, Kamal Nandi, business head – appliances division, Godrej Enterprises Group, said, “It is only when technology meets our traditions that we can preserve what matters and pioneer progress for generations. Indian handlooms need our collective efforts for its revival, and with our ‘designed for India’ washing machines, we encourage Indians to wear and flaunt their beautiful handlooms more often, with confidence and pride.”
Swati Rathi, head – marketing, appliances business, Godrej Enterprises Group, added, “At Godrej Enterprises, we have always been committed to technology that is truly made for India. With this ‘Tested for Handlooms’ initiative, we are making it easier for Indian consumers to care for their handloom fabrics at home, with their Godrej washing machines.”
